Looking Beyond: DSA Annual Meeting 2017 Wrap Up

BEYOND DSA ANNUAL MEETING 2017: WHO WE ARE, AND THE PRIORITIES THAT WILL MAKE THE GREAT DIRECT SELLING STORY EVEN BETTER

Dear Direct Selling Colleague, On behalf of everyone at the Direct Selling Association, I want to thank you for being a part of the DSA Annual Meeting 2017.

Those of you who joined us in Orlando celebrated direct selling in one of the most vibrant Annual Meeting gatherings in recent memory.

Friendships grew stronger, and bonds blossomed. The broadest range of learning opportunities of any recent Annual Meeting provided the unrivaled access to industry visionaries offered only by DSA. The promise of Annual Meeting was truly fulfilled.

Yet, as I have heard reflected back to me from so many of you, this year’s Annual Meeting was different: while we celebrated the success story that is direct selling, we candidly discussed how we must become stronger and more adaptable than ever before, and we explored what DSA is doing to guide the way forward.

We examined how DSA’s current and future advocacy efforts are achieving the results that will preserve distributors’ freedom to build their businesses on their own terms. We also cast our gaze forward by envisioning how the broader direct selling community can play an even greater role in DSA’s work building a future that is more supportive to independent contractors and entrepreneurs.

That leads me to my biggest take-away of DSA Annual Meeting 2017: our common challenges are what bring us together, and together we are stronger. I invite you to recommit yourself to DSA’s work, whether that means by contributing to salesforce segmentation research or adding your voice to our advocacy initiatives.

Again, thank you for being a part of a history-making Annual Meeting, and I look forward to you becoming an even bigger part of DSA’s work as we build the bridges that will lead to the next chapter of the story that is DSA’s rich history of self-regulation.

Sincerely, JOSEPH N. MARIANO President, Direct Selling Association

OUR COMMON CHALLENGES ARE WHAT BRING US TOGETHER, AND TOGETHER WE ARE STRONGER. I INVITE YOU TO RECOMMIT YOURSELF TO DSA’S WORK, WHETHER THAT MEANS BY CONTRIBUTING TO SALESFORCE SEGMENTATION RESEARCH OR ADDING YOUR VOICE TO OUR ADVOCACY INITIATIVES.

—JOSEPH N. MARIANO President, Direct Selling Association

AS AN ELECTED OFFICIAL, IT IS MY JOB TO ENSURE THAT HARDWORKING FAMILIES—INCLUDING PROUD, ASPIRING, COMMITTED MEMBERS OF THE DIRECT SELLING COMMUNITY— HAVE THE TOOLS THEY NEED TO LIVE BETTER LIVES. DIRECT SELLING IS ONE AVENUE TOWARDS THAT DREAM. I WILL CONTINUE TO DEFEND YOUR ASPIRATIONS. —REPRESENTATIVE MARC VEASEY United States Congressman, Texas 33rd District DSA wishes to extend a special thank you to the following government officials for being a part of Annual Meeting 2017: NATALIE LUDAWAY Chief Deputy Attorney General, Office of the Attorney General for the District of Columbia RICH CLELAND Assistant Director, Advertising Practices, Bureau of Consumer Protection

DSA CANNOT MEASURE SUCCESS BY MEMBERSHIP OR DUES FIGURES ALONE: WE WILL ACHIEVE SUCCESS BY BEING RECOGNIZED AS HAVING THE MODEL FOR INDUSTRY SELFREGULATION. REACHING THIS GOAL IS MY #1 PRIORITY. —JOHN PARKER Chief Sales Officer, Amway DSA Annual Meeting 2017 Chair DSA Chair

IN MY DISTRICT ALONE, 48,000 INDIVIDUALS HAVE MADE DIRECT SELLING A PART OF THEIR LIVES. IN ADDITION TO SERVING AS THE DIRECT SELLING CAUCUS’ NEWEST MEMBER, I AM LOOKING FORWARD TO HELPING ADVANCE THE ANTI-PYRAMID SCHEME ACT LEGISLATION IN THE 114TH CONGRESS. —REPRESENTATIVE DARREN SOTO United States Congressman, Florida 9th District

DSA 2017 LEADERSHIP PANEL ADOLFO FRANCO, Executive Vice President and Chief Operating Officer, Direct Selling Association DAVE WENTZ, Chair, Direct Selling Education Foundation TRACI LYNN BURTON, Founder and Chief Executive Officer, Traci Lynn Jewelry, Chair, DSA Annual Meeting 2018 DAVID HOLL, President and Chief Executive Officer, Mary Kay Inc., Outgoing Chair, Direct Selling Association JOHN PARKER, Chief Sales Officer, Amway, Chair, Direct Selling Association

DSA 2017 Leadership Panel discussed DSA’s vision and what the Association is doing to deliver even more value to members.

Conversations touched upon DSA’s success in securing consumer protection legislation in 21 states, and explored the Association’s work to harness direct selling’s collective voice to drive gains at the Federal level, as well as in the 29 remaining states.

The discussion also touched upon the unrivaled learning opportunities that DSA provides, voicing a commitment to continue providing the education opportunities that raise the bar higher for all of direct selling so that we can all help to advance the Association’s broader policy work.

Integrating advocacy and education initiatives—together with prioritizing the programs that deliver the most value to members—will establish DSA among the most credible trade association brands in America today.

PEOPLE CAN BUY OUR TYPES OF PRODUCTS IN STORES OR ONLINE, BUT IN DOING SO, THEY DON’T BENEFIT FROM THE PASSION OR PERSONAL TOUCH OF DIRECT SELLING. —DAN CHARD Chief Executive Officer, Take Shape For Life, Inc. - Medifast

COMPETITION IS NOT A RIVAL COMPANY: IT’S ANY INTERNAL OR EXTERNAL DISTRACTION. ALIGN, COLLABORATE AND EMPOWER TO ELIMINATE SILOS. REMEMBER: YOU ARE ALL ONE TEAM. —CINDY MONROE Founder, President and Chief Executive Officer, Thirty-One Gifts

THINKING OF YESTERDAY ISN’T GOING TO GET US WHERE WE WANT TO BE TOMORROW; IT SIMPLY LEADS TOWARD IRRELEVANCE. DSA ANNUAL MEETING LOOKS FORWARD, AND

BY DOING SO, IT UNIFIES, STRENGTHENS AND KEEPS DIRECT SELLING ON THE RIGHT ROAD. —KEVIN GUEST Chief Executive Officer, USANA Health Sciences, Inc.

OUR COMPANIES’ MISSIONS ARE WHAT MAKE US UNIQUE. BUT WHEN WE COME TOGETHER AS DSA, IT’S WHAT WE SHARE THAT MATTERS MOST. AS A PART OF DSA, WE WORK TOGETHER. AND THROUGH THIS JOINT EFFORT, WE CAN ALL BECOME STRONGER. —ANGELA CHRYSLER President and Chief Executive Officer, Team National

DSA ENCOURAGES OUR BEST EFFORTS, SCRUTINIZES EVERY NEW APPLICANT, AND ENSURES THAT COMPANIES ADHERE TO IMPECCABLE STANDARDS. THIS IS HOW DSA CAN STAND UP FOR THE RIGHTS OF EVERY LEGITIMATE DIRECT SELLER IN THE UNITED STATES. —SCOTT WHITE Chief Executive Officer, New Avon LLC

AN ORGANIZATION’S CULTURE ISN’T JUST ABOUT ASPIRING: IT’S ABOUT LIVING YOUR VALUES WITH AUTHENTICITY TO FIND YOUR DIRECTION. NO MATTER WHAT GROWTH PHASE YOU’RE IN, STAY TRUE TO YOUR CULTURE; YOU WILL BE JUST FINE. —ORVILLE THOMPSON Chief Executive Officer, Scentsy, Inc.

MY FOCUS IS MY COMPANY’S HISTORY AND HERITAGE, AND DIRECT SELLING IS HOW WE NOW TELL OUR STORY.

BY BUILDING NEW ONE-TO-ONE RELATIONSHIPS, WE HAVE ENTERED INTO THE MOST VIBRANT MARKETS IN EXCITING WAYS, AND NEW CUSTOMERS NOW HAVE A PRODUCT THEY LOVE. —JEAN-CHARLES BOISSET Proprietor, Boisset Collection

WHEN IT COMES TO BUILDING BRANDS, STORIES HAVE NEVER BEEN MORE IMPORTANT. FROM FACEBOOK LIVE TO TWITTER’S PERISCOPE, LIVE VIDEO IS LEADING TO A FUTURE IN WHICH AUGMENTED REALITY WILL BE THE NEW NORMAL. —SHAMA HYDER Chief Executive Officer, The Marketing Zen Group

WHEN WE BECOME AN OBSERVER OF OUR THOUGHTS, WE GAIN THE ABILITY TO MAKE CONSCIOUS CHOICES. AND WHEN WE MAKE CONSCIOUS CHOICES, WE DEVELOP A GROWTH MINDSET. AND THAT IS WHEN EVERYTHING CHANGES. —AMANDA GORE Chief Executive Officer, The JOY Project

DIRECT SELLING HAS TOO OFTEN OVERLOOKED THE VALUE THAT OUR END CONSUMER CAN ADD TO THE MARKETING CHANNEL. BY TURNING YOUR CONSUMERS INTO ADVOCATES, THEY WILL SPREAD YOUR MESSAGE IN WAYS THAT ALLOW YOUR BUSINESS TO CATCH ON. —JONAH BERGER Professor of Marketing, The Wharton School, University of Pennsylvania

HALL OF FAME TRUMAN HUNT, FORMER CEO, NU SKIN ENTERPRISES

DSA honored outgoing Nu Skin CEO Truman Hunt with direct selling’s highest industry honor, the Hall of Fame award. For more than a decade, Hunt has been a key leader in direct selling, having served on the DSA Board of Directors, including as Chair from 2014 to 2015. He was also Chair of the WFDSA from 2005 to 2008 and most recently served that organization as Secretary.

ACADEMIC OF THE YEAR BRENDA CUDE, PROFESSOR AND UNDERGRADUATE COORDINATOR AT UNIVERSITY OF GEORGIA, COLLEGE OF FAMILY AND CONSUMER SCIENCES

As the recipient of DSEF’s Academic of the Year honor, the Foundation recognized Brenda Cude for her outstanding service to direct selling through her leadership, personal involvement, teaching and research. Cude has helped DSEF broaden the understanding of the direct selling channel as a powerful go-to-market strategy, distribution model and entrepreneurial option among DSEF academic fellows, university students and the public.

PRODUCT INNOVATION AWARD RUBY RIBBON, INC. Ruby Ribbon seized a shift in consumer preferences— one in which women in their 20s and 30s are seeking more comfortable and natural alternatives to traditional underwire bras—to introduce Demiette™. Research and development included an internal design phase, public testing, and additional revisions based on consumer feedback. Launched in 2017, this new product is delighting Ruby Ribbon Stylists and customers alike, and it has successfully attracted millennials to the Ruby Ribbon brand.

The DSA Awards celebrate the outstanding programs our member companies have implemented, and we have no shortage of greatness to showcase.

The seven award categories are: • Technology Innovation • Product Innovation • Excellence in Salesforce Development • Marketing & Sales Campaigns • Vision for Tomorrow • Partnership Award • Rising Star

VISION FOR TOMORROW AWARD MINDY LIN, CO-FOUNDER & CEO, DAMSEL IN DEFENSE Damsel in Defense’s Vision for Tomorrow seeks a future free of children who, after suffering sexual abuse, are forced to live in shame. Damsel in Defense created SAFE Hearts to empower children to make strong and courageous personal decisions so that they may take ownership of their hearts and bodies. The company also provided funding to Speak Your Silence, enabling this organization to provide additional counseling services to victims of abuse.

PARTNERSHIP AWARD JONATHAN GILLIAM, CEO, MOMENTUM FACTOR For more than seven years, Momentum Factor has helped direct selling companies grow by enabling them to safely and efficiently adopt the latest social media and online technologies. The firm’s solutions enable direct sellers to market products and opportunities online while helping them remain true to the DSA’s mission of strong ethics and responsible business practices.

MARKETING AND SALES CAMPAIGNS AWARD NEW AVON LLC New Avon LLC created “Boss Life” as a fully-integrated marketing campaign designed to modernize the direct selling opportunity and Avon brand in ways that not only appeal to new audiences but also bolster engagement among existing Representatives. By focusing on the intersection between what today’s entrepreneurial women want and what’s already in Avon’s DNA, the campaign has had a powerful impact on consumer perception. It has also created a surge of passion and pride among Representatives.

EXCELLENCE IN SALESFORCE DEVELOPMENT AWARD SCENTSY, INC. Scentsy’s Social Selling Tools are designed to increase online engagement while ensuring that customers and Hosts get the best value and experience whether purchasing online or at a live event. With separate functions for marketing and party plans, these Social Selling Tools have resulted in more parties, as well as increased online engagement. In addition to achieving higher sales, consultants now realize more income earned per hour.

RISING STAR AWARD viaONEHOPE Mix. Mingle. Make an Impact. viaONEHOPE is a merit-based marketing program that provides Cause Entrepreneurs a way to earn an income while making an impact. The company harvests and creates award winning wines from Napa Valley and make a quantifiable impact with every bottle. To date, the company has donated more than $2.3 million to charitable causes around the globe.

TECHNOLOGY INNOVATION AWARD PAMPERED CHEF In 2016, Pampered Chef became acutely aware of a pivotal issue that was causing major inconveniences for its customers and consultants: an out-dated paper form check-out process. The Express Party Checkout—a webbased mobile app solution—has dramatically expedited checkout for guests and consultants, and is positively impacting future party bookings, as well as average order values and size.

Direct selling is about ordinary people taking charge of their lives. I know this because it has empowered me in so many ways.

When government officials and elected leaders know how diverse direct selling really is—from the types of products we sell, to our individual reasons for participating in this industry—we all benefit.

What is clear to me after Orlando is this: DSA’s work empowers individuals to find their voice and deliver a powerful message about entrepreneurship and selfsufficiency to leaders in Washington, DC and state capitals.

I hope to see you on Capitol Hill for the DSA Hill Day on September 12–13, 2017, and don’t miss the DSA Fall Conference 2017 on November 6–8, 2017 in Arlington, VA. And, my DSA Annual Meeting 2018 committee and I are planning a great event in San Diego, CA on June 17–19, 2018 at the Marriott Marquis San Diego Marina—it’s never too early to register!

TRACI LYNN BURTON Founder and Chief Executive Officer, Traci Lynn Jewelry Chair, DSA Annual Meeting 2018

Nothing’s Better Than Bringing Together Two of Your Favorite Things.

That’s why DSA is combining the Global Regulatory and Communications & Marketing Conferences into one great event.

Combining DSA’s Global Regulatory and Communications & Marketing Conferences—the DSA Fall Conference 2017 is where legal, policy, technology, communications, salesforce development and marketing converge.

Executives will gain new insights for shaping the strategies that capture market share, while sharing ideas that support direct selling’s broader advocacy agenda.

Be a part of this deep dive into the topics revealed at DSA Annual Meeting 2017; explore new ways to raise the bar for all of direct selling.

Coming this November 6–8 at the Crystal Gateway Marriott in Arlington, VA.

Visit www.dsa.org to register now!